Association of Fundraising Professionals
2014 WEB/AUDIOCONFERENCES
Educating Fundraisers in the 21st Century
Growth in Giving/Fundraising
Effectiveness Project
Presented by:
Erik J. Daubert, MBA, ACFRE & Ryan Johnson, CFRE
November 18, 2014
1:00 – 2:30 p.m. Eastern
Noon – 1:30 p.m. Central
11:00 a.m. – 12:30 p.m. Mountain
10:00 –11:30 a.m. Pacific
9:00 – 10:30 a.m. Alaska
Association of Fundraising Professionals
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The Association of Fundraising Professionals
WEB/AUDIOCONFERENCE 2014
November 18, 2014
Erik J. Daubert, MBA, ACFRE & Ryan Johnson, CFRE
Growth in Giving/Fundraising Effectiveness Project
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Erik J. Daubert, MBA, ACFRE & Ryan Johnson, CFRE
Erik J, Daubert MBA, ACFRE serves as Chair of the Growth in Giving Initiative and
the Fundraising Effectiveness Project. He also serves with Indiana University, Saint
Mary’s University of Minnesota, and as an Affiliated Scholar in the Center on
Nonprofits and Philanthropy at The Urban Institute. Erik is the Director of Fund
Development Partnerships at YMCA of the USA and lives in Durham, NC with his wife,
Andrea.
Ryan Johnson, CFRE serves as Regional Collaboration Manager at YMCA of the
USA and is Director of the YMCA Fundraising Effectiveness Project Pilot. He also
serves on the Association of Fundraising Professionals Research Council. Ryan lives
in Chicago, IL with his wife Kristin and his girls, Elsa and Solveig.
11/17/2014
AFP Webinar
November 18, 2014
The Growth in Giving Initiative and the
Fundraising Effectiveness Project
Presented by
Erik J. Daubert, MBA, ACFRE
AND
RYAN JOHNSON, CFRE
Erik J, Daubert MBA, ACFRE serves as Chair
of the Growth in Giving Initiative and the
Fundraising Effectiveness Project. He also serves
with Indiana University, Saint Mary’s University
of Minnesota, and as an Affiliated Scholar in the
Center on Nonprofits and Philanthropy at The
Urban Institute. Erik is the Director of Fund
Development Partnerships at YMCA of the USA
and lives in Durham, NC with his wife, Andrea.
Ryan Johnson, CFRE serves as Regional
Collaboration Manager at YMCA of the USA
and is Director of the YMCA Fundraising
Effectiveness Project Pilot. He also serves on the
Association of Fundraising Professionals
Research Council. Ryan lives in Chicago, IL with
his wife Kristin and his girls, Elsa and Solveig.
1
11/17/2014
Key Growth in Giving
Organizational Leaders
• The Urban Institute
• Association of Fundraising
Professionals
• DonorPerfect/SofterWare
• PSI/Adventist
• YMCA of the USA
What is the Growth in Giving
Initiative?
• The Growth in Giving Initiative is a set of
charitable giving research projects involving
many nonprofit and for profit partners.
• Our goal is to understand and challenge the
United States philanthropic sector to provide
more resources to the nonprofit organizations
working to answer the challenge of serving our
world.
• Many Projects:
– Fundraising Fitness Test, Fundraising Analytics,
Research, Convening, Database, Indices, Training
and Education, Fundraising Effectiveness Project,
and More!
2
11/17/2014
What are Fundraising Analytics?
• Fundraising analytics are the metrics
used in fundraising effectiveness tools
that are vetted by the FEP Analytics
Advisory Board.
• These metrics are created and
measured to improve nonprofit
organizational performance.
What research is happening?
• FEP Reports are performed annually.
• Growth in Giving Database contains
data from more than 5,000
organizations and 100 million gift
transactions.
• Continuing to learn and study this vast
amount of information.
• Presenting findings at ARNOVA later
this week.
3
11/17/2014
Growth in Giving is convening experts in
the field of growing philanthropy!
• AFP Research Council provides feedback to our
work on an on-going basis.
• The Urban Institute’s convening of “Increasing
Philanthropy: Policy and Practice” was held on
October 29th where leaders from around the
sector came together to discuss ways of
increasing the percentage of philanthropy to the
sector.
• AFP International Conference and in many ways
in between conferences, we convene and
evaluate information from field experts.
Training and Education
• “Planning to Keep Your Donors Workshop”
at AFP Conference has shown hundreds
of nonprofit organizations the value of
FEP.
• Blogs at www.afpfep.org and
www.afpnet.org/fep in addition to articles
in Advancing Philanthropy, e-Wire, the
Chronicle of Philanthropy and many
others.
4
11/17/2014
What is the Fundraising
Effectiveness Project?
• Our work has been most known to date by
the Fundraising Effectiveness Project or
FEP, which helps nonprofit organizations
measure and compare their annual growth
in contributions by gains and losses in
giving.
• Nonprofits increase net growth in giving by
maximizing their gains and minimizing
their losses. (Improving Retention)
Metrics “Game Changers”
Billy Beane, GM & minority owner
of the Oakland As
• Sabermetrics
• Moneyball
5
11/17/2014
Metrics “Game Changers”
Nate Silver, Statistician
• Baseball Prospectus
• Political Election Forecasting
Metrics “Game Changers”
Bill Levis, Data Expert
Fundraising Fitness Test Creator
Founder, National Center for
Charitable Statistics
Randy Fox, National Director,
Fundraising Fitness Test
PSI/Adventist
Fundraising Effectiveness Project
Leader
6
11/17/2014
How Do Many of Us Look at
Fundraising?
•
•
•
•
•
•
Did We Make Our Goal of $X?
Is Our Board Satisfied?
Does Our Budget Continue?
Is Our Mission Fulfilled (Enough?!)?
Is My CEO Content (Enough!?)
Other?
7
11/17/2014
Yes, your eyes read correctly:
More than SIX out of every TEN
Donors from the previous year did
NOT donate at all the next year!
What is the Fundraising
Fitness Test?
• The Fundraising Fitness Test is a tool
that nonprofit organizations can use for
free that enables them to understand
and monitor their philanthropic metrics.
• It works with any software and relies on
only the most basic data to operate.
• It is free and AFP wants you to use it!
8
11/17/2014
Fundraising Effectiveness Project:
•
150+ Performance
Indicators derived from 3
data inputs: donor ID#, gift
date, gift amount
•
Allows organizations to use
hard data rather than selfreported survey
What is the Fundraising
Effectiveness Project (FEP)?
Gains
Gains
Net
Losses
9
11/17/2014
How does the Fundraising
Fitness Test work?
19
| PRESENTATION TITLE HERE |
©2011 YMCA of the USA
What does it tell us?
10
11/17/2014
Donors and Dollars and Focus
Donors and Dollars and Focus
11
11/17/2014
Donor Retention
Benchmarks
• New: 22.9%
• Repeat: 60.8%
• Overall: 39%
WHAT DO I DO
WITH ALL OF
THIS DATA?
12
11/17/2014
Segment and Keep it simple
•
•
•
•
•
Donor Retention
Gift Retention
Upgrades
Downgrades
Lapsed Donors
2013
Clevenger
$5,000
Johnson
$75
Polston
$600
2014
Clevenger
Polston
$1,000
$250
Let’s Look at a Few Key Areas of
the Fundraising Effectiveness
Project…
•
•
•
•
•
Donor Retention
Gift Retention
Upgrades
Downgrades
Lapsed Donors
13
11/17/2014
And Let’s Talk About What You
Can Do About Some of
These…
• Donor Retention
• Gift Retention
• Upgrades
Donor Retention
• Donor Retention is defined as the
donors you KEEP versus the donors
that you lose each year or set of years.
• You want to keep your donors…not lose
them.
• The Fundraising Fitness Test measures
how well you do at this effort! 
14
11/17/2014
Important to Understand that All
Donors Are Not Created Equal…
• Who Can You Not Afford To Lose?
• Which Donors Can You Most Effect
Positively?
• What Strategies Can You Devise for:
– MAJOR Donors
– Midsize but VERY IMPORTANT donors
– Smaller Donor Groups
What Strategies Can I Use in
My Development Efforts?
• Define Which Donors You Can Not Afford To Lose.
(Example – Frank and Harriet Smith, Tenisha Benevides)
– Develop Real and Personal Relationships
– Regular and PERSONAL contact
• Understand Which Donors You Can Have the Most Impact
with from Your Efforts.
– Determine who has the most potential
– Look at how you can connect with them in meaningful ways
(Personal solicitation, group gatherings, personalized
mailings, one visit per year, special invitation events, etc.)
15
11/17/2014
Gift Retention
• Gift Retention is defined as the GIFTS
you KEEP versus the GIFTS that you
lose each year or set of years.
• You want to keep your GIFTS…not lose
them.
• The Fundraising Fitness Test measures
how well you do at this effort! 
Important to Understand that All
Gifts Are Not Created Equal…
• Which GIFTS Can You Not Afford To
Lose?
• Which Areas of GIFT RANGE Can You
Most Effect Positively?
• What strategies can you devise for:
– MAJOR GIFTS
– Midsize but VERY IMPORTANT GIFTS
– Smaller GIFT RANGE Groups
16
11/17/2014
What Strategies Can I Use in
My Development Efforts?
• Define Which GIFTS You Can Not Afford To
Lose. (Example - $5,000 and up Gifts)
– Develop strategies that personalize and help the
donor to understand the value of these gifts
– Regular and PERSONAL contact
• Understand the True Meaning of “Stewardship”.
(“Thank and Report Back – without ASKING”)
• Develop a stewardship plan that is specific and
appropriate for each GIFT that is important to
you…Where there is POTENTIAL – Do MORE!
UPGRADES
• Upgrades are defined as the GIFTS you
GROW BIGGER each year or set of
years.
• You want to UPGRADE your GIFTS
when you can!
• The Fundraising Fitness Test measures
how well you do at this effort! 
17
11/17/2014
Important to Understand that All
Donors Are Not Created Equal…
• Which GIFTS can You UPGRADE?
• Which Areas of GIFT RANGE provide
the most opportunity for upgrades?
• What strategies can you devise for:
– UPGRADING MAJOR GIFTS
– UPGRADING Midsize but VERY IMPORTANT GIFTS
– UPGRADING Smaller GIFT RANGE Groups
What Strategies Can I Use in
My Development Efforts?
• What are You Doing to Bring Donors CLOSER to YOUR
ORGANIZATION?
• Define Which Gifts You Are Most Likely to UPGRADE.
(Example - $250-$499 Donors, Harriet Smith, etc.)
– Understand that Not All Donors Will UPGRADE. For Annual
efforts, about 20% is a good metric for number of gifts…
– Develop a Real Strategy that Can Work for Your Budget and
Organization
• Who Can Help You? (volunteers, board, committees, family, etc.)
18
11/17/2014
5 Acknowledgment Principles
(Drastically Improve First Year Donor
Retention)
•
•
•
•
•
48 Hour Rule
Fully Map a Track for Each Segment
Be Different Than the Rest (Handwritten!)
Share What the Monies will Fund
Call or See in Person as Often as Possible
Here is the address for downloading the
newest “Fundraising Fitness Test” for use in
measuring Your own performance!
www.afpnet.org/fep
or www.afpfep.org
We hope that you will use these tools to
improve your fundraising efforts!
19
11/17/2014
Questions? Thank you!
Erik J. Daubert, MBA, ACFRE and
Ryan Johnson, CFRE
[email protected]
[email protected]
Coming Next….
December 10, 2014
1:00 – 2:30 p.m. ET
Small Shop Success: Building
Something from Nothing Starting a Well-Rounded
Development Program
Amy Wolfe, MPPA, CFRE
For a listing of the 2014 AFP Webinar Series, please visit our
website at www.afpnet.org in the professional development section.
20
CERTIFICATE OF PARTICIPATION
I was a participant in the AFP Webinar held
November 18, 2014
1:00 – 2:30 PM Eastern
Growth in Giving/Fundraising Effectiveness Project
Presented by:
Erik J. Daubert, MBA, ACFRE & Ryan Johnson, CFRE
Full participation in this session is applicable for 1.5 points in Category 1.B – Education
of the CFRE International application for initial certification and/or recertification.
Signed__________________________________________________________
This is for your records only.
Association of Fundraising Professionals
November 18, 2014
Growth in Giving/Fundraising Effectiveness Project
You may use this form to capture your immediate impressions.
Please complete the evaluation online by November 25, 2014 at:
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Association of Fundraising Professionals
2014 WEB/AUDIOCONFERENCES
Educating Fundraisers in the 21st Century

JANUARY 28, 2014, TUESDAY
Inbound Marketing: The Latest Techniques
To Attract More Donors, Volunteers and Others
Allan Pressel

FEBRUARY 12, 2014, WEDNESDAY
Developing Earned Income Streams For Your Nonprofit
Mazarine Treyz

FEBRUARY 27, 2014, THURSDAY

JUNE 25, 2014, WEDNESDAY
Creative Design for Fundraising Campaigns
Derrick Feldmann

JULY 10, 2014, THURSDAY
Developing a Relationship Management System
Jennifer Filla

JULY 22, 2014, TUESDAY
Building Donor Loyalty: How to Double Your Major Gift
Revenue
Rachel Muir, CFRE

AUGUST 13, 2014, WEDNESDAY
Opening the Door to Major Gifts: Mastering the
Discovery Call
John Greenhoe, CFRE

SEPTEMBER 9, 2014, TUESDAY
Extreme Social Media Makeover: Nonprofit Edition!
Allan Pressel

SEPTEMBER 24, 2014, WEDNESDAY
Getting Your Organization Onboard with Fundraising:
Weaving a Philanthropic Culture
Andrea McManus, CFRE

OCTOBER 8, 2014, WEDNESDAY
Firing Lousy Board Members – And Helping the
Others Succeed
Simone Joyaux, ACFRE

MARCH 13, 2014, THURSDAY
Millenial Motivation: What Makes Millenials Want
To Give
S. Michelle Cline, J.D.

MARCH 26, 2014, WEDNESDAY
The Shifting World of Business and Community
Jocelyne Daw, Joe Waters

APRIL 9, 2014, WEDNESDAY
Creating a Breakthrough Strategy for Your Nonprofit
Robert Sheehan, Ph.D., CFRE


APRIL 24, 2014, THURSDAY
Development from the Donor’s Perspective
Alice Ferris, MBA, ACFRE
Jim Anderson
Incorporating Stories Into Your Fundraising Program
Leah Eustace, CFRE

MAY 7, 2014, WEDNESDAY
Major Gifts for Small Shops
Amy Eisenstein, ACFRE
OCTOBER 21, 2014, TUESDAY
Fundraising Basics
Brian Bonde, ACFRE

MAY 20, 2014, TUESDAY
Case Studies: 24 Hour Turn Around Campaigns
Michelle Conklin, CFRE

JUNE 12, 2014, THURSDAY
6 Figure Fundraising: How to Create and Run Your First
$100,000+ Major Gifts Campaign
Sandy Rees, CFRE

NOVEMBER 18, 2014, TUESDAY
Growth in Giving/Fundraising Effectiveness Project
Erik Daubert, MBA, ACFRE

DECEMBER 10, 2014, WEDNESDAY
Small Shop Success: Building Something from Nothing –
Starting a Well-Rounded Development Program
Amy Wolfe, MPPA, CFRE
CFRE Approved Continuing Education Provider
*Please note each Web/Audioconference session offers CFRE points!
** Denotes ACFRE credit
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FEES: $159 (U.S.) per member session; $295 (U.S.) per nonmember session
Special AFP Member Bundle - $99 per session when registering for 10 or more programs at one time!
AFP 2014 WEB/AUDIOCONFERENCE SERIES
Inbound Marketing: The Latest Techniques To Attract More Donors, Volunteers and Others – Allan Pressel
Developing Earned Income Streams For Your Nonprofit – Mazarine Treyz
Firing Lousy Board Members – And Helping the Others Succeed – Simone Joyaux, ACFRE
Millenial Motivation: What Makes Millenials Want To Give – S. Michelle Cline, J.D.
The Shifting World of Business and Community – Jocelyne Daw, Joe Waters
Creating a Breakthrough Strategy for Your Nonprofit – Robert Sheehan, Ph.D., CFRE
Development from the Donor’s Perspective – Alice Ferris, MBA, ACFRE and Jim Anderson
Major Gifts for Small Shops – Amy Eisenstein, ACFRE
Case Studies: 24 Hour Turn Around Campaigns – Michelle Conklin, CFRE
6 Figure Fundraising: How to Create and Run Your First $100,000+ Major Gifts Campaign – Sandy Rees, CFRE
Creative Design for Fundraising Campaigns – Derrick Feldmann
Developing a Relationship Management System – Jennifer Filla
Building Donor Loyalty: How to Double Your Major Gift Revenue – Rachel Muir, CFRE
Opening the Door to Major Gifts: Mastering the Discovery Call – John Greenhoe, CFRE
Extreme Social Media Makeover: Nonprofit Edition! – Allan Pressel
Getting Your Organization Onboard with Fundraising: Weaving a Philanthropic Culture – Andrea McManus. CFRE
Incorporating Stories into Your Fundraising Program – Leah Eustace, CFRE
Fundraising Basics – Brian Bonde, ACFRE
Growth in Giving/Fundraising Effectiveness Project – Erik Daubert, MBA, ACFRE
Small Shop Success: Building Something from Nothing – Starting a Well-Rounded Development Program – Amy Wolfe
 January 28, 2014:
 February 12, 2014
 February 27, 2014
 March 13, 2014
 March 26, 2014
 April 9, 2014
 April 24, 2014
 May 7, 2014
 May 20, 2014
 June 12, 2014
 June 25, 2014
 July 10, 2014
 July 22, 2014
 August 13, 2014
 September 9, 2014
 September 24, 2014
 October 8, 2014
 October 21, 2014
 November 18, 2014
 December 10, 2014
MPPA, CFRE
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